Electronic cigarette advertisement

Following the screening of the first advertisement for an electronic cigarette to show a person vaping, we were very concerned that the nature of the advertisement glamourised the use of electronic cigarettes and therefore breached the new CAP rules. We have submitted a formal complaint to the Advertising Standards Authority who are reviewing this case, and our letter can be found here.
Responses to our recent survey showed that 84% of our members believed that the restrictions and regulations for the advertising and marketing of smoked tobacco products should also apply to electronic cigarettes.